Monday, June 15, 2009
For those who don't speak Czech, the Pilsner Urquell beer mat above says something along the lines of "it is not necessary to change perfection". It then goes on to say that the spirit level was invented in 1661 and that the extraordinary taste of Pilsner Urquell has been there since 1842 (being snide do they mean the taste of the unfiltered version or the standard bottled stuff?).
So the marketing boffs at Pilsner Urquell want us to believe that their beer tastes exactly the same as in 1842? I may not be up there in the zythophilic stratosphere with the likes of Michael Jackson, but after ten years in the Czech Republic I can tell that something has changed. Could it be the shorter lagering time now used? Or possibly the stainless steel fermenters and tanks rather than wooden barrels?
While the mat is indeed correct in stating that it is not necessary to change perfection, experience begs the question why the hell did they?